The carotenoids are a chemically related group of pigments which occur widely and abundantly in nature. Fruits, vegetables and vegetable oils, dairy products, leaves, shrimp, lobster, the plumage of exotic birds, all contain carotenoids. Chemically, the carotenoids may be divided into carotenes, made up of carbon and hydrogen only, and oxycarotenoids containing oxygen in addition to carbon and hydrogen. The use of carotenoid‐containing plant extracts for coloring foods has been practiced for centuries and continues today. Advances in chemical synthesis resulted in the complete laboratory synthesis of beta carotene in 1950. Since then the commercial synthesis of several carotenoids has been accomplished. In the U.S. three of these commercially synthesized carotenoids, beta‐carotene, beta‐apo‐8'‐carotenal, and canthaxanthin, are accepted color additives for use in foods and are exempt from certification. These three carotenoids are also widely accepted for food use in other countries. This paper deals with the chemistry and synthesis of these three carotenoids, with special emphasis on their numerous commercially available market forms and their characteristics, and on the application of these carotenoids in the coloring of food products.